The e-tailing group’s top picks in 16 categories

The e-tailing group announced its “category killers,” based on review of 100 web sites and their effectiveness in promoting shopping and buying.

Chicago-based consultants the e-tailing group announced its “category killers” today, based on its review of 100 web sites and the retailers’ effectiveness in creating a shopping and buying environment.

The categories, the criteria that the e-tailing group reviewed and the winners are:

COMPUTERS – This brand-centric category relies on vendor-supplied promotions plus ask the expert, product comparison, customization and configuration tools to facilitate online research that results in buying offline as well as online: Dell

CONSUMER ELECTRONICS – Manufacturer promotions, top sellers and price are the category drivers while content helps educate shoppers. Cross-sells that suggest related items and up-sells that promote warranty/service options are vital to increase average order sizes: Best Buy

DEPARTMENT STORES – Similar to the apparel category in reliance on offline roots to mold online presence: J.C. Penney

HEALTH/BEAUTY – In-store, in catalogs or online this category promotes brands with samples, gift-with-purchase and expert advice. Profiling and interactive tools make the experience even more personal online while driving targeted sales: Sephora

HOME/GARDEN – Expertise abounds from checklists to glossaries to how-tos (both text & video). But beware; the need to consistently generate fresh content has contributed to the demise of many a site. Also important are themed areas to organize products & cross/multi-channel initiatives like promotion of store events or links to weekly circulars: Bed Bath & Beyond

PETS – Similar in nature to office supplies where replenishment, profiling and interactive tools uniquely customize the shopping experience. Greater use of community tools than any other categories surveyed speaks to the enthusiast nature of pet owners: Petsmart